Tips On How To Start And Grow A Personal Brand In 2023

Summary

In this engaging discussion, the speaker emphasizes the power of short-form content like 60-second Tick Tock videos as a gateway to longer, in-depth content such as podcasts. They discuss the importance of marketing through social media to drive interest and the value of creating content that resonates with specific audiences, like young business owners. The conversation also touches on personal growth, the impact of content on audience behavior, and the effectiveness of various media formats. The speaker shares insights on building a content strategy that includes a mix of short and long-form content to maximize reach and engagement.

Takeaways

• 😀 **Short-form Content as Marketing**: Utilize 60-second videos to peak interest and direct viewers to longer content like podcasts.
• 🔄 **Content Synergy**: Short and long-form content should work together, with each serving as a gateway to the other.
• 📈 **Social Media Disrespect**: Many serious content creators underestimate social media's power due to the misconception that it can't accommodate their full message.
• 🏫 **Educational Gap**: Traditional education often fails to teach practical, real-world skills, necessitating alternative learning methods.
• 💼 **Young Business Leaders**: There's a significant audience interested in content about young individuals taking over family businesses.
• 🎯 **Targeted Content**: Content creation should target specific subgroups, such as family business operators or those interested in private equity.
• 🎥 **Video as a Medium**: Video content is considered the most powerful medium for communication, although other forms like written word or audio have their merits.
• 🎯 **Content Creation and Interests**: Align content creation with personal interests to maintain enthusiasm and authenticity.
• 📊 **Content and Personal Growth**: Personal growth content, which was impactful for the speaker, is seen as valuable but often lost in the digital noise.
• 🔗 **Podcasting Strategy**: Use podcast content to drive subscriptions by leveraging clips on social media platforms.
• 💵 **Marketing Investment**: When investing in marketing, consider where your target audience is most active, such as TikTok for general awareness or LinkedIn for business purposes.

Q & A

What is the main purpose of creating 60-second Tick Tock videos as mentioned in the transcript?

The main purpose of creating 60-second Tick Tock videos is to peak interest and drive viewers to click the URL in the profile to access longer-form content like a one-hour podcast. It serves as a marketing strategy, acting as a gateway to more in-depth material.

How does the speaker view the relationship between short social media content and longer-form content?

The speaker views short social media content as a marketing tool that complements longer-form content. They work together, with the short content acting as an amuse-bouche to entice the audience to explore the more substantial content.

What is the speaker's perspective on the role of education in preparing students for real-world needs?

The speaker believes that traditional school education often fails to teach students what they truly need to know for the real world. This is the premise behind the class the speaker teaches at Stanford, aiming to provide the 'real stuff' that students need to know.

What common group of individuals does the speaker often have as guests on his podcast?

The speaker often has guests who are around 26 years old and have recently taken over running a business. This demographic is one of the most common types of people the speaker's company, Alpine, employs.

How does the speaker see the difference between family business operators and venture capital (VC) backed entrepreneurs?

The speaker distinguishes family business operators as a much larger sector compared to VC-backed entrepreneurs. Family business operators can be further divided into those who intend to run the business indefinitely and those who plan to exit within a certain timeframe. VC-backed entrepreneurs are seen as a smaller sector, focused on raising capital and growing businesses.

What does the speaker suggest about the content creation for different age groups in business?

The speaker suggests that there is a significant crossover in content that appeals to both younger (25 to 35 years old) and older (50s and 60s) business operators, with about a 50% overlap in the themes that create audience interest.

How does the speaker feel about the content he creates and its impact on his audience?

The speaker feels a strong sense of responsibility and purpose in creating content. He is compelled to help his audience, especially when he receives messages from individuals struggling with the advice he provides, and he adapts his content based on the feedback and resonance he observes.

What is the speaker's approach to personal growth content in the modern web?

The speaker is passionate about personal growth content and believes it is either missing or getting lost in the noise on current platforms. He aims to bring this type of content back into focus, as it was life-changing for him, and he thinks it can be impactful for others as well.

How does the speaker justify the use of different media formats for content delivery?

The speaker believes that different media formats are suited to different communication strengths and personal preferences. He argues that video is a powerful medium for him, but acknowledges that others like Howard Stern and Malcolm Gladwell have found success in radio and written word, respectively.

What is the speaker's advice on managing multiple interests and creating content?

The speaker suggests that one should focus on what they enjoy doing when creating content, as passion will lead to consistency. He also believes that every person has an hour they can dedicate to content creation, and that using content from one platform to promote another, like using podcast clips on social media, can create a viral loop and drive subscriptions.

What is the speaker's opinion on using marketing dollars to promote content?

The speaker recommends using marketing dollars where the target audience is most active, suggesting both Tick Tock ads for general awareness and LinkedIn ads for targeted business purposes. He also hints at the effectiveness of having high-profile guests on a podcast to attract attention.